The cable companies are coming after online TV. There are a growing army of users viewing TV shows and movies online and for free. The cable companies are seeing this happen and are looking to get some of the action. They are all looking at creating online cable TV platforms but of course only if your paying.

The companies involved including all the big hitters like Comcast, Time Warner Cable, Cox Communications , Cablevision, NBC Universal, News Corp. and Viacom are seriously looking at hitting the online audience before its too late.

The problem is that whilst operating via cable they have full control. The cable TV operators pay the networks a fee per subscriber every month for the right to carry channels. However this same content is then being viewed online for free after airing.

The idea of an online collaboration between cable operators and networks is not new and has been around for a while, however serious talks are now happening. We reported the Comcast online TV plan earlier this week.

NBC’s Universal Television Group president Jeff Gaspin, said:- “There’s pressure on all of us TV networks. We get paid quite a bit of money from cable operators. It is important we find ways to do business that protects that business model.”

At the same time, “consumers want content where they want it and when they want it,” Gaspin added. If the networks don’t provide it, “they’ll get it any way they can.”

Comcast spokesman Sam Schwartz, said the company isn’t looking at the effort as “some enormous new revenue opportunity” but wants to add value that will keep customers from leaving. Comcast calls its initiative “On Demand Online.” It is expected to be free to existing subscribers

Comcast may well just enhance the current line up of cable TV shows shown on Fancast.com, its Website TV aggregator for shows and movies for free internet tv watching, similar to Hulu.com.

It is expected that other cable operators will just direct customers to its existing website such as HBO.com, for online viewing.

MTV Networks executive Denise Denson, said the discussions were:- “a new and necessary testing ground for the industry.”

Online viewing is on the rise and the Cable operators know they have to make a move soon or may be left out altogether.

Recently Hulu, the NBC and Fox owned free streaming TV website has been pressurised from the content providers. Finishing its supply of TV shows to Boxee and TV.com.

Time Warner Spokesman Keith Cocozza commented:- “A TV everywhere solution could give consumers more for their money while also helping to preserve the current business model that is generating and delivering popular branded shows viewers want.”

So will the cable companies come out of this as the big bad wolf or enhance or online viewing pleasure? Watch this space.

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